BrightRoll Improves its Mobile-Video Platform by Integrating Nielsen Digital Ad Ratings
In order to provide better services to publishers and advertisers utilizing its mobile-video platform, programmatic video ad company BrightRoll (@BrightRoll) is introducing a new set of tools that advertisers can use to optimize their digital ad campaigns from within the company’s mobile video demand side platform.
BrightRoll is now offering access to Nielsen Digital Ad Ratings, formerly known as Nielsen Online Campaign Ratings (OCR)—a set of tools designed to help advertisers better track and monitor the performance of their mobile video ads.
“Mobile advertising has experienced impressive growth, but the majority of marketers are still uncertain about how to execute and verify the effectiveness of their mobile video campaigns,” stated Tod Sacerdoti, CEO and founder of BrightRoll. “Mobile has always been an important area of focus for us, and we are doubling-down on our efforts to give advertisers the ability to measure performance across the breadth of devices to better understand their target audiences and effectively spend marketing dollars.”
The said tools will allow advertisers to plan, optimize, and report on campaigns from within BrightRoll’s platform itself without requiring them to pay for additional cost. BrightRoll also said that this integration will allow video advertisers to verify audience delivery for both Web and mobile, provide cross-device audience measurement, manage campaigns using one platform, and offer mobile at scale.
In the company’s official announcement, Andrew Feigenson, Managing Director of Digital at Nielsen, has emphasized the need for comprehensive mobile measurement due to today’s “extremely dynamic” digital landscape. He added, “The ability to access Nielsen Digital Ad Ratings in BrightRoll’s platform enables advertisers to have a complete view of their campaign’s full digital audience and instills confidence that they’re reaching their most valuable audience to maximize return on investment.”
BrightRoll also introduced a new set of standards it built in collaboration with the Interactive Advertising Bureau (IAB) (@iab) called the MRAID Video Addendum. Through MRAID Video support, video ads will no longer be required to have publisher-specific implementations. This will also allow advertisers to attract more viewers using interactive mobile ads, as well as provide consistent campaign measurement across app publishers.
The company is also providing advertisers with access to Yahoo App publishing mobile in-app inventory through the BrightRoll marketplace, enabling them to purchase in-app ads directly through its platform.
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